Marketing & Social Research

MARKETING PROPOSal (TEAM WORKS)

“CHEVROLET SPARK” CROSS MEDIA STRATEGY

Social Research (Media analysis)

Media Framing : In the social sciences, framing comprises a set of concepts and theoretical perspectives on how individuals, groups, and societies organize, perceive, and communicate about reality. Framing involves the social construction of a social phenomenon – by mass media sources, political or social movements, political leaders, or other actors and organizations. It is an inevitable process of selective influence over the individual’s perception of the meanings attributed to words or phrases. It is generally considered in one of two ways: as frames in thought, consisting of the mental representations, interpretations, and simplifications of reality, and frames in communication, consisting of the communication of frames between different actors.

One can view framing in communication as positive or negative – depending on the audience and what kind of information is being presented. Framing might also be understood as being either equivalence frames, which represent logically equivalent alternatives portrayed in different ways (see framing effect) or as emphasis frames, which simplify reality by focusing on a subset of relevant aspects of a situation or issue. In the case of “equivalence frames”, the information being presented is based on the same facts, but the “frame” in which it is presented changes, thus creating a reference-dependent perception.

The effects of framing can be seen in many journalism applications. With the same information being used as a base, the “frame” surrounding the issue can change the reader’s perception without having to alter the actual facts. In the context of politics or mass-media communication, a frame defines the packaging of an element of rhetoric in such a way as to encourage certain interpretations and to discourage others. For political purposes, framing often presents facts in such a way that implicates a problem that is in need of a solution. Members of political parties attempt to frame issues in a way that makes a solution favoring their own political leaning appear as the most appropriate course of action for the situation at hand.